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2022/23 Undergraduate Module Catalogue

LUBS3190 International Marketing

10 creditsClass Size: 250

Module manager: Vasileios (Bill) Davvetas

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2022/23

Pre-requisite qualifications

LUBS1860 Fundamentals of Marketing
LUBS2850 Marketing

This module is not approved as a discovery module

Module summary

For a company to achieve global success, its marketing programmes must not only hold on to the similarities across borders to take advantage of the benefits of standardisation but also adapt to the needs and preferences of customers from different markets. This module focuses on why and how certain aspects of traditional marketing principles should be designed and implemented to suit global market development. With the evolution of technology leading to an ever shrinking and increasingly competitive global marketplace, international marketing has become one of the most crucial disciplines in business. This module will give you a comprehensive understanding of the art and science of international marketing containing insights and specific tools derived from the modern marketing world. You will learn how to implement strategies for global success and be well positioned to take up a career in this exciting and growing field.


This module aims to give students an insight into how companies can achieve global success through the design and implementation of marketing principles taking into account of the international similarities and differences to achieve global success.

Learning outcomes
Upon completion of this module students will be able to:
- Interpret and outline the opportunities and challenges presented by global markets
- Identity and analyse key issues facing global marketers when assessing potential international markets
- Recognise and evaluate how international market differences relate to traditional marketing principles
- Analyse and evaluate company international marketing practices using a range of frameworks and concepts

Skills outcomes
Upon completion of this module students will be able to

Subject specific
- Apply knowledge of the discipline to make recommendations to improve international marketing programmes
- Critically appraise company marketing activities in a global context and present logical arguments
- Develop a detailed marketing plan in a chosen international market


Indicative Content:

International market place
Global environment
International market selection
International market entry options
Managing global marketing activities

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours84.00
Total Contact hours16.00
Total hours (100hr per 10 credits)100.00

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Assessment typeNotes% of formal assessment
Assignment2,000 word Report plus Summary presentation file100.00
Total percentage (Assessment Coursework)100.00

The resit for this module will be 100% by 2,000 word report plus summary presentation file.

Reading list

The reading list is available from the Library website

Last updated: 11/05/2022 09:46:38


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